A Study on Online Repurchase Intention based on the Integration of Signal Theory and Social Cognition Theory

• Main Authors: Hsuan-Ching Huang, 黃璿磬
• Other Authors: Szu-Yuan Sun
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/31665859217699978007

碩士 === 國立高雄第一科技大學 === 資訊管理研究所 === 102 === An electronic commerce marketing channel is fully mediated by information technology, creating information asymmetry (i.e., limited information). Such asymmetry may impede consumers’ ability to effectively assess certain types of products, thus creating challenges for online sellers. Signaling theory can aid in the understanding of how extrinsic cues—signals—can be used by sellers to convey product quality information to consumers, reducing uncertainty and facilitating a purchase or exchange. This study proposes a model to investigate website quality as a potential signal of product quality and consider the moderating effects of product information asymmetries and signal credibility. The study also finds that perceived value and cognitive lock-in can predict consumer purchase intentions. The results indicate that website quality influences consumers’ perceptions of product quality, and affects online purchase intentions. Website quality is found to have a greater influence on perceived product quality when consumers have higher information asymmetry. Signal credibility is found to strengthen the relationship between website quality and product quality perceptions for a high quality website. The implications of cognitive lock-in and product cues for increasing purchase intentions are discussed. Retailer learning reflected in higher quality products is associated with both lower product screening cost and higher product evaluation cost.